Are you ready for your January menu change?

With Christmas menus locked in and party bookings (hopefully) well underway, it’s all too easy to forget what comes next. But as every operator knows, the post-festive comedown is real.

That’s why planning for January 1st – a key menu switch date – is happening right now.

After a month of indulgence, your customers’ focus snaps to new goals, health and wellbeing. For the past six years, savvy pubs, restaurants and hotels have known the answer: plant-based. It’s the single best way to attract diners who want to eat out without falling off their New Year track.

Why January is still peak plant-based

January has become the gateway for a huge wave of "flexitarian" customers – people looking for simple, positive switches in their diet.

Veganuary is a globally recognised campaign that gets people talking and, more importantly, trying. And it’s not a niche trend; it’s a mainstream cultural moment:

• Last January, 25.8 million people participated worldwide – a 10% jump from 2024*
• The #Veganuary hashtag has been viewed over 1.1 billion times on TikTok*
• The motivation is a mix: 62% cite animal welfare, 54% environmental concerns, and 46% personal health*

This isn’t just happening at home – customers are also looking for plant-based options when they dine out.

What does this mean for you? It means a huge, motivated group of customers will be actively looking for great plant-based options on your menu. They’re making a conscious choice to eat out and stick to their goals.

Meet demand without the headache

So, how do you capture this audience without completely re-engineering your menu? This is where Beyond Meat comes in.

We make delicious, plant-based proteins that are a great alternative to meat. Crucially, they’re designed for meat-lovers, so you’re not just catering to a small group; you’re appealing to everyone.

Our range is high in protein and incredibly versatile. We have delicious plant-based sausages, perfect for breakfasts, mince for a classic chilli or bolognese and meatballs that work perfectly with pasta or in a sub.

And, of course, there’s our hero product: the original Beyond Burger®—the UK’s No.1 branded plant-based burger**. 

Our products are even proven to drive uplift on plant-based; we’ve seen a hotel chain report a 400% increase in plant-based burger sales simply by listing and calling out Beyond Meat on their menu. 

A better way to feed the future

Our belief is simple: there’s a better way to feed the future. Small changes, like shifting towards plant-based foods, can add up to make a big impact. With our products, there’s no compromise on taste, so your customers can still enjoy the meaty, juicy taste they love but with all the upsides of plant-based. 

Ready for some kitchen inspiration? See how to serve and add Beyond Meat to your menu.

Our current favourite? The Brazilian-Style Beyond Burger with fresh chimichurri. It hits all the right food trends for 2026 and is a serious upgrade for any burger menu.

Beyond Meat is available to order via Brakes and Bidfood. For our full product range, visit our Food Service page.

* veganuary.com/veganuary-2025/
**Neilsen Last 52 Weeks (w.e. 04.10.2025)